Educate, entertain, inspire or convince.
These are commonly known as the four pillars of content marketing. You’ll see these crop up in social media planning meetings or blog post brainstorm sessions.
But these four pillars can help you develop a strong point of view for your brand.
Blue Bottle Coffee educates their customers by including facts about their coffee origins and roasting methods.
M&M entertains with their playful animation and cheeky characters.
Pelaton inspires their customers to strive for healthier lifestyles by showcasing people using their machines to achieve their fitness goals.
A local window replacement company may convince you to purchase their product over a competitors by comparing the quality through samples.
These tactics transcend marketing; they can be used as a key component of your brand expression. And there may be a time and place to use each of them.
But identifying the core attributes of your brand can help make subsequent marketing decisions much easier.
Does your brand primarily educate, entertain, inspire or convince?
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